Reasons to invest in AR / VR for your experiential events.
Written by Ryan Krivonick
Key Takeaways
Event planners and creative agencies are turning to the latest technology to make events more engaging. Why? One report found that 64% of attendees say immersive experiences are the most important event experience element. Event planners and creative agency partners are listening, and many are seeking ways to make events more engaging, interactive, and memorable through the use of modern technologies like augmented reality (AR) and virtual reality (VR).?
Immersive tech tools present a chance to bring value to both organizers and attendees through experiential events. With the AR market projected to reach $340.16 billion by 2028, it's clear that AR / VR is not just a trend but a fundamental shift in how we experience events. Are you prepared to integrate immersive tech to transform ordinary events into unforgettable experiences??
What is AR / VR?
AR stands for augmented reality, which refers to instances where technology is layered over real life. Think Pokémon Go or IKEA’s Place app for furniture shopping.?
Virtual reality (VR) is a fully immersive experience, usually with elements of audio, video, and tactile or haptic technology. This is where users put on a headset and often hold controllers, which drops them into a fully immersive world. VR is especially common in gaming but is also used in health care, tourism, and entertainment.
What are the benefits of using experiential marketing technology at conventions or events?
Interest in experiential event experiences is growing. In fact, 88% of event organizers say they plan to leverage AR / VR in their events, according to Cvent. Another report revealed that 77% of users would like to use AR to interact with and learn about a product before buying it.
This growing demand highlights not only the potential for AR to deliver measurable results and differentiate brands but also its far-reaching benefits across industries when applied to marketing within events and conventions.
Engagement
Using technology like AR and VR can transform event booths, making them more interactive and engaging. One study found 85% of planners believe immersive experiences foster greater engagement. Instead of passively grabbing a handout or filling out a form, attendees are invited to take action—namely, putting on a headset or other wearable device and using their senses to interact with a product or environmental simulation.?
Flexibility
Virtual opportunities can make it easier to “bring” products or experiences to any place at any time. For example, a cruise line can use VR headsets to simulate the experience of being on the ship or experiencing an excursion virtually from within an event center. Another example is in construction, where a VR headset can simulate the experience of climbing into and driving a construction vehicle to experience it in use without ever walking into a construction site.
Data collection
Brands and organizations can increase engagement with AR- / VR-enhanced events to collect customer data. This can be contact information for future marketing purposes or to help predict customer interest or sales opportunities in the future.
Product demonstrations and experiences are among the most common applications of AR / VR. For instance, car dealerships often allow customers to test drive a vehicle virtually or use VR to experience different trim options and components. Financial institutions may see a benefit to demonstrating new ATM technology, offering attendees the chance to interact with a virtual cash machine without needing to physically bring one to the event space.
Interactive information is another way to use AR. One option is to offer AR overlays on physical displays, providing the chance to view additional information such as product specs or videos. Attendees can use their own phones to scan a QR code and then look at their phone to see additional information, like video tutorials or way-finding features.
How to get started with experiential events
With a lot of buzz about AR / VR marketing, where do you start when incorporating AR / VR into your events? Start at the research phase. Check out how other companies in your industry have done this successfully, and then begin outlining a plan.
Define your key objectives?
What do you hope to achieve by using this technology, and what do you hope attendees will get out of the experience? Do you want users to be able to immerse themselves in the technology? Try a new product? Consider your “why” throughout the process.?
Decide how to collect data
Think about how you’ll gather information throughout the event, and what information you will gather. For instance, how will you interact with users before, during, and after they interact with the AR / VR devices? Tracking which products / locations attendees interact with in VR can gauge interest and predict future demand for certain products. Will you take down information with a tablet? What will you do with that data? How will you gain users’ permission to opt into sharing information?
Plan for hygiene and safety?
While the goal is to immerse in virtual reality, there’s still the matter of shared physical devices. Especially in our post-pandemic world, there’s a crucial need for hygiene protocols. Will there be an assistant to wipe down headsets between users? Consider making this process visible to users so they rest easy knowing germs are abated.?
Ensure hardware and software support
With virtual reality, everything hinges on the technology and devices actually working. That means you’ll need plenty of headsets—and spares!—as well as reliable access to a power source. Plan to spend time testing the experience, too, so you can anticipate any issues with the user experience.
The software should also be tested in case of any glitches. Be sure to have technical support personnel on-site to handle any software issues that arise.
Anticipate user engagement strategies
Even though using AR / VR technology can drastically cut down on the physical space you need for product or service experiences, you’ll still need an area for people to engage with the simulators. Think about strategies for drawing attendees to the AR / VR experiences, such as large monitors displaying what others are seeing, as well as representatives on hand to engage with attendees before and after their virtual experience.
Making AR / VR cost-effective and accessible
Many organizers are concerned about the costs of implementing AR / VR in their marketing strategy. They may ask, is AR / VR accessible for our organization? How can we prove the ROI of incorporating experiential technology into our events?
Consider rental equipment
One of the most important considerations is the accessibility of the hardware itself, namely VR headsets. While these pieces of equipment—such as the Apple Vision Pro or the Meta Quest Pro—can be costly to purchase, they are much more affordable to rent. Many event organizers choose to rent VR headsets in bulk from specialized companies like George P. Johnson or Visionary Rentals.??
Save on transportation and storage costs
What’s more, there’s a massive potential cost savings by not having to transport large equipment or create elaborate physical displays. Take the banking services example. Instead of having to lug heavy ATM prototypes into an event space for people to physically see and use, the opportunity to offer a simulated experience through VR headsets can give folks much more control over their space and easier logistics while also engaging attendees with an interesting virtual experience at the same time.
Improve conversion rates?
Regarding ROI, there’s a great opportunity to capitalize on increased conversion. One study found that interacting with a product in AR leads to a 94% higher conversion rate compared to traditional interactions.
Looking ahead at the future of experiential events
As industries continue to embrace modern technology, AR / VR integration into event experiences is becoming inevitable. Simple QR codes will transform into opportunities for virtual reality experiences on smartphones, while AR headsets and Ray-Ban Meta smartglasses will push the boundaries of immersive interactions. By leveraging AR / VR, you can create more engaging, memorable, and innovative experiences that set your event apart. Are you one of the 88% of event organizers who plan to leverage AR / VR in their events? Consider looking for an expert partner to transform your next event into an unforgettable immersive experience.